While U.S. car sales in 2017 will show their first sales decline since 2008, at the same time there’s been an explosion in vehicle-related collaborations and references within the fashion industry. Whether it’s a form of nostalgia, a general affinity for luxury brands or simply a new way for companies to define themselves and reach their target audiences, automobile and fashion pairings suddenly are everywhere.
Among the spring 2018 collections, Puma by Fenty showed a moto-inspired runway collection, a message driven home by motorcycle riders who opened the show with gasp-inducing stunts. Meanwhile, Ralph Lauren deigned to show his spring 2018 collection at his private car garage filled with highly expensive vintage luxury cars.
Within the cross pollinating world of fashion and hip hop, the recent Migos single “Motorsport,” brought a supposedly feuding Cardi B and Nicki Minaj together, both of whom were shot (separately–they’re not that close) in futuristic racing-inspired attire posted up against against six-figure Lamborghinis and Ferraris (the car du jour in hip hop).
Daniele Mayer, president of U.K.-based Jaguar weighed in the trend as it relates to Jaguars’ fall 2017 collaboration with Italian streetwear label Palm Angels. “Jaguar continues on an evolutionary path both in terms of content and communication that increasingly brings the brand closer to a contemporary, dynamic and increasingly connected target,” he told Sportswear International. It is no coincidence, therefore, that this new partnership coincides with the Italian preview of the new E-Pace, the sporty sports car with an unmistakable style, designed for a dynamic audience that wants to stand out in terms of style, without sacrificing design and performance.”
Also for fall 2017, Spanish label Maria Ke Fisherman as led by Maria Lemus and Victor Alonso linked with Japanese company Bridgestone Tires for a six-piece winter 2017 capsule tapping into the tire company’s red, black and white trademark colors.
The efforts mentioned here are just a small sampling of some of the partnerships creating a bridge between the automobile and fashion world that are defining automobiles, especially expensive and sporty ones, as fashion’s favorite accessory of the moment.
Check out some looks below from Bridgestone and Maria Ke Fisherman’s jaunty capsule, now available to purchase at mariakefisherman.com/e-shop.
